Harrah's License Company LLC, an affiliate of Harrah's Entertainment, Inc. (NYSE:HET), has executed a non-binding letter of intent to form a digital publishing alliance with Bluff Media LLC for online and radio coverage of all World Series of Poker-branded events on a global basis.

The letter of intent, which is subject to execution of a definitive agreement, calls for Bluff Media to be designated the official digital publisher and radio partner of the WSOP, the WSOP Circuit, WSOP Europe and other WSOP events. Bluff will operate www.worldseriesofpoker.com and provide broadband, streaming and real-time content, including chip counts, live event updates and video and audio news programs and features.

"Bluff shares our vision for bringing WSOP content to every medium that matters," said Jeffrey Pollack, commissioner of the World Series of Poker. "Over the next four years, this alliance will help us connect with our players and fans in new and exciting ways, and further increase the value and relevancy of our global brand."

"We believe the consolidation of digital-publishing rights under this agreement will lead to a more cohesive, integrative and compelling product for poker fans around the globe," said Eddy Kleid, co-president of Bluff Media.

Bluff Media is the publisher of BLUFF magazine, America's leading poker publication, and co-publisher of newly launched SE7EN magazine, a sports-centric men's interest publication. Bluff Media pioneered poker on the radio by broadcasting final table play-by-play of 2006 World Series of Poker events on satellite radio. Bluff Media continues to be a leader in covering the world of competitive poker through its various print, internet, and broadcast media properties.